One example of GIVT is “non-browser user-agent headers or other forms of unknown browsers.”
What are “non-browser user-agent headers or other forms of unknown browsers” in the MRC definition of GIVT?
HTTP or HyperText Transfer Protocol is the underlying structure for most transactions involving internet content. HTTP uses numerous fields containing data about the nature of the transaction called "headers" which are separate from the content of the transaction itself. One of these headers is the "User-Agent," which specifies the browser or application with which a user accessed their content. When the contents of the User-Agent field are are unknown or non-standard, they are filtered out.
MRC-accredited ad fraud detection and prevention companies must be able to identify and filter user-agent headers or other forms of unknown browsers.
What are some other examples of GIVT?
Non-browser user-agent headers or other forms of unknown browsers are just one example of General Invalid Traffic (GIVT) as defined by the MRC. To learn about some of the other examples of GIVT, click on any of the examples below:
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Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”